JMIR Publications

ABSTRACT

Background:

Bystander intervention is a common method to address the ubiquitous issue that is sexual violence across college campuses. Short messages that incentivize bystander intervention behavior can be another tool to fight sexual violence.

Objective:

To conduct formative research surrounding social norms and bystander barriers attitudes to pilot and develop messages addressing bystander intervention among college students.

Methods:

The first step was to conduct a formative survey to identify peer norms and actual behavior of the intended population. Once that data was collected, a mixed methods message pilot was conducted via survey where participants randomly saw 5 of the 12 messages developed, assessing them for credibility, perceived message effect, and intended audience.

Results:

The formative survey was conducted among 195 college students from the same institution and the pilot test was conducted among 107 college students. The formative survey indicated a discrepancy between perceive peer behavior and actual behavior of the participants in all three measures, allowing for the development of normative messaging. The pilot testing indicated the credibility was acceptable, as well as the perceived message effect. Intended audiences were also identified and reached. Qualitative results indicated that the message may have lacked credibility, although the quantitative results suggest otherwise.

Conclusions:

Messages were considered credible, having the intended effect, and reaching the intended audience. The qualitative results provided further insights on how the messages can be adapted before being tested for effects. Future research should focus on further adapting the messages and testing their effects among the studied population.